A controversial decision by J. League second-division side Machida Zelvia to rebrand as FC Machida Tokyo has dominated water-cooler discussions in the Japanese soccer world this week.

The announcement by club owner CyberAgent last Friday at a fan meeting was met with instant disapproval, both by local supporters and those backing the team's fellow J2 travelers.

The internet media giant's decision to align the club's identity more closely with that of the bustling metropolis in order to increase its marketing value is indicative of the value of the Tokyo brand.